Uber has unveiled a new campaign platform, “Can’t Do That If You’re Driving”, in partnership with Special, highlighting the moments that can only happen in the passenger seat.
Tackling Australia’s obsession with their cars, the campaign highlights the joys of being a passenger, showcasing the weird, wonderful and liberating things you can do in the back of an Uber that you can’t do when behind the wheel.
The hero film features country-pop icon Shania Twain and local comedian-musician Tom Cardy belting out an original tune from the back of an Uber, celebrating all the things you can’t do if you’re driving. It’s accompanied by a series of insightful 15 second spots that capture other familiar moments people have in the back seats of Ubers, from swiping through dating apps to catching up on much-needed shut-eye.
“’Can’t do that if you’re driving’ celebrates all the joyful, playful moments that happen in the backseat. We are thrilled to unlock the potential of this new campaign platform and can’t wait to continue to build on it,” said Nicole Bardsley, Head of Marketing, Uber Australia & New Zealand.
Simon Gibson and Nils Eberhardt, GCD/Creative team at Special added, “For decades, pop culture has tried to convince us driving is a freeing experience. But when you stop to think about it, it’s just not true. You can do way more fun stuff in the back of an Uber than when you’re behind the wheel. We figured it was time someone pointed that out.”
“Pairing an international icon with a local Aussie comedian to create a backseat banger Aussies love has helped us develop something truly unique,” said Dan Greenberg, Brand Manager at Uber Australia. “Our campaign is playful, a little cheeky, and impossible not to sing along to. It’s a track that feels right at home in an Uber ride to the footy, night out, or just heading down to the pub.”
The campaign is rolling out across film, social, digital, OOH and in app gaming experiences.
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